Segmentation.
Sony Computer Entertainment, in 2004, released a handheld video game console PlayStation Portable. PlayStation Portable is also known as PSP. For the first time in a handheld game console, an optical disc format known as Universal Media Disc (UMD) was used.
Target Market.
MARKETSFrance | Spain | United Kingdom
According to Computer Entertainment America Appoints New Senior Vice President (2011), Commonly in their mid to late twenties, single and overwhelmingly male. Gaming is their essential relaxation movement over 10 hours for every week.
Hard-core gamers: Typically, in their mid to late twenties, single and predominantly male. Gaming is their primary leisure activity more than 10 hours per week.
Mainstream gamers: Standard gamers. Somewhat more seasoned and less male-one-sided than enthusiasts. A third have youngsters and are very wary spenders. They amusement routinely, dominatingly playing the blockbuster titles, for example, FIFA, Call of Duty and Grand Theft Auto. Digitally smart without being fixated by the most recent innovation, they utilize versatile and social channels broadly.
Target market strategy. The correspondences goal was clear: turned into the most discussed diversion dispatch of the year and show center gamers why PS4 is the best place to play.
The crusade began numerous months prior to the genuine dispatch utilizing financially savvy advanced driven (paid and possessed) channels at dispatch declaration (February) and the exchange and buyer show E3 June and Games.com August. These concentrated essentially on enthusiasts, whose level of receptivity was most elevated.
Paid media spending plans were inclined up as dispatch came closer focusing on both enthusiasts and Top 10 gamers, fuelling the feeling of expectation through viral seeding driving buyers to advanced substance, prominent varying media positions on TV and Cinema.
Positioning.
BUDGET: $ 22.63m and over.
The console gaming experience had become cumbersome for most users.
Long download times and constant system updates made console gaming a limiting experience. People’s passion for gaming was stronger than ever, but the experience wasn’t living up to what people truly wanted. Gaming just wasn’t as fluid and intuitive as the rest of their tech and media.
The PS4 experience had to match people’s expectations of what “next generation” consoles should deliver. The strategy for PS4 was to go back to the roots of the brand and declare that it was for gamers, by putting them at the very heart of everything. The campaign could help PS4 distance itself from the entertainment one-stop-shop that Xbox One was becoming.
References
Sony Computer Entertainment America Appoints New Senior Vice President, Marketing and PlayStation Network. (2011, November 10). Computer Weekly News.
"Sony PlayStation." Incentive Today (2005, January 5). General OneFile.
